In Riverdale, the lovely insanity that is the TV version of Archie, Betty Cooper (Lili Reinhart) and Jughead Jones (Cole Sprouse) are together. And, in this day and age, a relationship means a portmanteau couple name. Since no one can agree on just one for these two, Archie Comics just went ahead and filed a trademark application for both names.

Despite the facts that Jughead in the comics is asexual, and that one of the most famous things in the world is Betty’s love triangle with Archie and Veronica, Riverdale has decided to put Betty and Jughead together. I think we all know, despite this show’s attempts to avoid actually putting any of the canonical love triangle pieces together, that Betty’s not destined to stay with Jughead for long. Unless this show ditches one of the best-known love triangles ever, Betty is still in love with Archie and that puts both her and Jughead in an awful relationship. Plus, I’m still hoping Jughead actually goes on the figure out his asexuality.

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At least, that’s what I thought. That Archie Comics is trying to trademark the names shippers are using for the pairing seems to indicate it will last longer than I thought. Both “Bughead” and “Bethead” appear on Twitter as fans talk about the relationship. Rather than take sides, Archie Comics simply filed for trademarks on both. (They filed for Bughead one day earlier—in case you wanted to read into that what the preferred name is.)

The thing about trademarks is that you have to use them. If you don’t, you lose the trademark. You also have to either have used it or intend to use it in order to get the trademark, but I think we all know Cheryl Blossom (Madelaine Petsch) is going to say the hashtags out loud soon. That’s kind of her thing.

So, in order to keep the trademark on these names, Archie Comicsis going to have to keep using the portmanteaus. I wonder how long they think they can keep it going, and in how many mediums. Is it going to be a running gag in the comics now? Or are they just going to sell a billion shirts and things with the names on them? Time will have to tell.